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GSB732 Consumer Behaviour

Updated: 02 June 2010
Credit Points 6
Offering
Responsible Campus Teaching Period Mode of Study Online Level
Armidale Trimester 2 Off Campus C - Internet access required
Intensive School(s) None
Supervised Exam There is a UNE Supervised Examination held at the end of the teaching period in which you are enrolled.
Pre-requisites GSB731 and candidature in GradCertMgt or GradDipMgt or MBA or MBusRes or MBusResHons or MCom
Co-requisites None
Restrictions MBA732
Notes

Quotas apply to this unit: Trimester 2: 30 off-campus
Combined Units None
Coordinator(s) Jennifer Rindfleish (jrindfle@une.edu.au)
Unit Description

This unit focuses upon the internal (psychological) and external (sociological) factors that effect the consumption choices made by individual consumers. The unit integrates concepts in consumer behaviour with appropriate marketing research methods in order to reduce the risk of strategic marketing communications. The usefulness of a number of consumer behaviour models relating to attitude and behaviour are also assessed.
Prescribed Material
Mandatory 		Text(s):

Note: Students are expected to purchase prescribed material

Consumer Behaviour
ISBN: 9780733984174
Schiffman, L. and others, Pearson Education 4th ed. 2008
Text refers to: Trimester 2 , Off Campus
Disclaimer Unit information may be subject to change prior to commencement of the teaching period.
Assessment
Title Exam Length Weight Mode No. Words
Assignment 1 30% 2500
Relates to Learning Outcomes (LO) and Graduate Attributes (GA)
LO: 1,2,3, 4 GA: 1,2,3,4,5, 6
Assignment 2 30% 2500
Relates to Learning Outcomes (LO) and Graduate Attributes (GA)
LO: 1,2,3, 4 GA: 1,2,3,4,5, 6
Final Examination 2 hrs 40%
Relates to Learning Outcomes (LO) and Graduate Attributes (GA)
LO: 1,2,3, 4 GA: 1,2,3,4,5, 6

Learning Outcomes (LO) Upon completion of this unit, students will be able to:
  1. explain the psychological and sociological processes that consumers undergo when making purchasing decisions;
  2. analyse the needs and wants of consumers in different marketing contexts;
  3. demonstrate an understanding of the current consumer research processes that are undertaken in the field of consumer behaviour;
  4. address marketing problems with the appropriate consumer research.

Graduate Attributes (GA)
Attribute Taught Assessed Practised
1 Knowledge of a Discipline
Embedded in pedagogy and assessment tasks 		True True True
2 Communication Skills
On-line discussions, written assessment tasks 		True True True
3 Global Perspectives
International Case Studies and Assessment questions 		True True True
4 Information Literacy
Researching via e-resources for assessment tasks 		True True True
5 Life-Long Learning
DE Skills promote and list research required for assessment tasks 		True True
6 Problem Solving
Critical thinking skills required in learning and assessment tasks 		True True True
7 Social Responsibility
Ethics embedded in pedagogy 		True
8 Team Work
Online discussions and reflections on case studies from workplace 		True True
   

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